Google UAC (Universal App Campaign) is a tool for promoting mobile applications from Google.
They are a type of advertising campaign focused on promoting mobile applications in the Google Play and Apple Store, similar to CMC and YouTube ads.
The distinctive feature of UACs is that they specialize exclusively in mobile apps available for download in the Google Play or Apple Store.
How is UAC different from mobile app ads on Facebook?
Traffic from certain geographic regions can be significantly cheaper. With a quality app and compelling creative, your ROI can be very high.
Google Ads is limited to only basic customization options like GEO, device type, etc.
With UAC, you can get much more traffic compared to a single Facebook account each time you run a campaign.
It is advisable to avoid creatives that are too rigid and don’t match the design of the app to increase their effectiveness in UAC compared to Facebook.
Platforms for placing UAC ads
There are 4 main platforms:
- Search Engine;
- Google Play;
- Google Display Network, where pay-per-click (PPC) banners are displayed;
- YouTube.
Verticals in Google UAC
The source is suitable for offers that convert traffic to mobile apps well. These include:
- Betting and Gambling (iGaming);
- Adult/Dealing;
- Cryptocurrencies;
- Finance;
- Gaming;
- Mobile Utilities.
Among all the verticals that utilize Google UAC, gambling is still the most sought-after. Even though this vertical falls under the ban on promotion on this platform, it is mobile gambling apps that show the highest ROI among all sources.
Advantages and disadvantages of Google UAC
Advantages
The advantages of using Universal App Campaigns (UAC) can be considered as minimal blocking risks. “White” offers are rarely banned, and “gray” ones are successfully launched on trusted accounts with sufficient budget. There is relatively little competition in UAC, as not everyone has the skills to work with this format and has sufficient financial resources to launch.
Another plus is the high volume of traffic provided by this source. One trusted account can attract up to $1000 per day. In comparison, Facebook Ads often require multiple unlimited accounts to run simultaneously to achieve similar results. However, ad accounts focused on arbitrage offsets often can’t go beyond the limits.
Disadvantages
Among the disadvantages is the need for large budgets: the cost of traffic is high, and in addition to the standard purchase of accounts (most often more expensive than for Facebook), applications are also required. You can create them yourself, but not everyone has the necessary skills, or rent them.
What you need to know when working with Google UAC
- All blocking and checks are performed by bots. Google has powerful algorithms that work without moderators.
- Quarterly purges. These are periods when Google blocks almost all applications. You just need to wait it out and then start up again.
- It is important to have several accounts at the same time. During the launch, some accounts may be blocked, so you should prepare your accounts all the time.
- Warming up accounts is mandatory. A certain period of time should pass during which the user should perform actions: visit websites, read articles, watch videos, etc.
There is no need to increase budgets dramatically. Changes in the average daily budget are immediately reflected in the account. They can affect the frequency of your ads and the cost of your ads.
- Everything in Google Ads is cyclical. Over time, Google reinstates banned accounts and triggers. Therefore, approaches that did not work once may work the next time.
- Turn off ineffective ads. This will help you avoid wasting money on creatives that don’t work well with your audience.
How to get started with Google UAC
Google UAC, despite its advantages, has disadvantages that make it expensive and difficult to learn for many newcomers to ad arbitrage. If you already have experience in this field or are willing to take the risk, you’ll need certain resources:
- Mobile apps. You can rent them from affiliate programs or app rental services, or create your own if you have the appropriate skills.
- Artificial intelligence. It trains and selects the right target audience based on various parameters including the design, description, and age limits of the app. Therefore, the quality of content plays an important role when using UAC.
- Google Agent Accounts. It is advisable to use accounts with some history and spend on “white” offers, as it reduces the risk of getting blocked when launching campaigns in questionable verticals.
- Bank cards. Google is more demanding on cards than other advertising platforms, so it’s important to choose rental services that specialize in this traffic source to avoid card-linking issues.
- Creatives. You should have 10-20 different ad creative options, as the number of available targeting settings in UAC is limited. Testing multiple creatives allows you to identify the most effective options.
- Verticals. Choosing the right vertical for Google UAC plays a key role in the success of the campaign, your ad performance depends on the choice of vertical and the offerer.
Conclusion
Google UAC can deliver significant amounts of traffic coupled with positive results, but it requires a high level of experience and patience from the user. If you have been running in-app ads for a long time and have the budget to test, it is highly recommended that you try out this traffic source. While success may not come immediately, the time and financial investment will be worth it due to future profit opportunities.
